Okaloosa County BOCC — February 17, 2015 — VPS Rebranding Pres 2-15 UPDATE (2) — reading text

The Value of an Airport’s Brand The Data Behind a VPS Name Change  Topics of Discussion Official Name Change “International” Airports The VPS Passenger Market Examples from Around the Country Recommended Future Brand Official Name Change  The Current Name FAA Master Airport Record for VPS Never Altered with Last Name Change Page 4 Source: Sixel Consulting Group Research, January 2015  Booking Engines Track to FAA Page 5 Source: Sixel Consulting Group Research, January 2015  Booking Engines Track to FAA Page 6 Source: Sixel Consulting Group Research, January 2015  Airlines Track to Booking Zips Airlines First Consult FAA Master Record If City Name is Incompatible with Their Highest Booking Zip Codes They Will Align with the City of Those Zip Codes Page 7 Source: Sixel Consulting Group Research, January 2015  We Can Control the Name Step 1: Re-File FAA Form 5010 >ASSOC. CITY: Destin-Ft Walton Beach >AIRPORT NAME: Destin-Ft Walton Beach Int’l Page 8 Source: Sixel Consulting Group Research, January 2015  IATA Will Adopt FAA Change International Air Transportation Assoc. Responsible for Airport Names that Airlines Use Also Responsible for Names in Global Distribution Systems (GDS) Will Align to FAA Official Name “IATA will have no problem following their lead.” – Jeffrey Ross, Manager, IATA Limit of 22 Characters All Airport Has to Do is Submit New FAA Form to IATA and Change Will be Made Destin-Ft Walton Beach Destin-Ft Walton Beach International Page 9 Source: Sixel Consulting Group Research, January 2015  Airlines Are Asking for Clarity Airlines Want Named Aligned with Destinations Airlines Will Not Change Identifier without Official FAA Name Change Airlines Did Not Change to “Northwest Florida Regional” and Would Resist Change Locator Not Strong Too Much Passenger Confusion United Most Vocal in Support of Including Both Destin and Ft. Walton Beach in Official Name at Headquarters Meeting in January Page 10 Source: Sixel Consulting Group Research, January 2015  This is What We’ll Look Like Destin-Ft Walton Beach (VPS) Destin-Ft Walton Beach (VPS) Page 11 Source: Sixel Consulting Group Research, January 2015  This is What We’ll Look Like Destin-Ft Walton Beach (VPS) Destin-Ft Walton Beach (VPS) Page 12 Source: Sixel Consulting Group Research, January 2015 “International” Airports  “International” Airports International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 14 Source: Sixel Consulting Group Research, February 2015  “International” Airports 150 US Airports Are Called “International” International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 15 Source: Sixel Consulting Group Research, February 2015  “International” Airports 150 US Airports Are Called “International” 76 Have International Service International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 16 Source: Sixel Consulting Group Research, February 2015  “International” Airports 150 US Airports Are Called “International” 76 Have International Service 60 Have Service Outside US/Canada International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 17 Source: Sixel Consulting Group Research, February 2015  “International” Airports 150 US Airports Are Called “International” 76 Have International Service 60 Have Service Outside US/Canada Only 40% Clear International Passengers International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 18 Source: Sixel Consulting Group Research, February 2015  “International” Airports 150 US Airports Are Called “International” 76 Have International Service 60 Have Service Outside US/Canada Only 40% Clear International Passengers International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 19 Source: Sixel Consulting Group Research, February 2015  Florida “International” Airports International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 20 Source: Sixel Consulting Group Research, February 2015  Florida “International” Airports 16 Florida Airports Called “International” International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 21 Source: Sixel Consulting Group Research, February 2015  Florida “International” Airports 16 Florida Airports Called “International” 11 Have International Service International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 22 Source: Sixel Consulting Group Research, February 2015  Florida “International” Airports 16 Florida Airports Called “International” 11 Have International Service Six Have Service Outside US/Canada International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 23 Source: Sixel Consulting Group Research, February 2015  Florida “International” Airports 16 Florida Airports Called “International” 11 Have International Service Six Have Service Outside US/Canada Only 38% Clear International Passengers International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 24 Source: Sixel Consulting Group Research, February 2015  Florida “International” Airports 16 Florida Airports Called “International” 11 Have International Service Six Have Service Outside US/Canada Only 38% Clear International Passengers International with Customs-Clearing Flights International with Canada Pre-Clear Only “International” with No International Service Page 25 Source: Sixel Consulting Group Research, February 2015 The VPS Passenger Market  The Crowded Market Four Airports Fight Over 16.8 Million Visitors/Year The Largest Proportion – 34% – Travel to Destin/Ft. Walton Beach No Airport Officially Associates its Name to Those Cities Page 27 Source: Sixel Consulting Group Research, State of Florida, January 2015  The Confusing Market Northwest Florida Regional Airport Northwest Florida Beaches Airport Page 28 Source: Sixel Consulting Group Research, State of Florida, January 2015  Most Travel to/from Beaches 34% of Passengers Travel To and From Destin 21% Travel To and From Ft. Walton Beach Combined 55% of All Passengers Page 29 Source: Sixel Consulting Group VPS True Market Study  Most Travel to/from Beaches 51% Travel To and From Beach-Adjacent Zip Codes 32% Travel To and From Destin’s Main Zip Code Page 30 Source: Sixel Consulting Group VPS True Market Study  VPS Retention ATL: 8.6% ECP: 7.4% VPS: PNS: 59.3% TLH: 23.7% 0.5% VPS Retains Just 59% of Passengers 24% of Passengers Use Pensacola 9% of Passengers Use Atlanta 7% of Passengers Use Panama City Page 31 Source: Sixel Consulting Group VPS True Market Study  Improved Retention Has Value Direct Economic Impact Grows as Passengers Grow 2,224 Direct Employees $99.7 Million in Annual Payroll $44,800 Average Annual Salary Increased Visitor Spending Flows Through the Economy $192 Million Annual Airline Visitor Spending 81.7% of Spending in Destin and Ft. Walton Beach A Direct Brand Promise Should Grow Visitors Page 32 Source: Okaloosa County Airports System Economic Impact Study, University of West Florida Other Examples  Rebranding to Wayfinders Page 34 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Bob Hope Airport Page 35 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Bob Hope Airport Burbank Page 36 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Bob Hope Airport Burbank Hollywood-Burbank Airport Page 37 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Page 38 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Willard Airport Page 39 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Willard Airport University of Illinois Airport Page 40 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Willard Airport University of Illinois Airport Champaign-Urbana Page 41 Source: Sixel Consulting Group Research  Rebranding to Wayfinders Willard Airport